To: Neil Batiancila, Chief Digital Officer, Philadelphia Zoo
From: SocialScope Digital Marketing
Subject: Elevate Philadelphia Zoo’s Digital Presence
Date: November 7, 2021
Dear Mr. Batiancila,
SocialScope Marketing acknowledges that the Philadelphia Zoo has been able to adapt its physical resources, such as its animal exhibit and 360trail. But, we see an opportunity to change another environment: digital. While the Zoo’s website has been kept up-to-date, visitors are not interacting with you in other ways. On the mobile side, we identified that the Zoo360insider app is only available for one operating system, and is not optimized for users to find. Here is where we see an opportunity. We are considering revamping the zoo’s mobile application, which will promptly be named The Philadelphia Zoo App. Our goal is to transform and improve the Zoo’s digital experience to create lifetime memories for Zoo visitors: where past, present, and future co-exist. We understand that the main attraction is the zoo itself. But, by adding a digital experience, we can compliment the user’s visit to the Zoo. Our company, SocialScope Digital Marketing, has over 15 years of total experience expanding and improving the digital presence and experience that consumers now expect and desire. We will break down how we can help the zoo grow its digital presence, what media channels need to be optimized and what measures will help us decide success for this campaign.
How can the Philadelphia Zoo grow their digital presence?
- An Interactive Mobile Application with Robust Features
- Enhanced Social Media Content & Social Listening
- Articles, Advertisements, and Press
- Host Community Events
How will we measure success? Our team will be using a CRM platform to hold visitor information such as HubSpot, Zoho CRM, or Active Campaign. For social media, we use Hootsuite tools to schedule posts and practice social listening. By utilizing Google Analytics and your existing eCommerce platform, we can track website metrics, conversions and ticket sales. Adobe XD will be the software that will handle the mobile application prototype with its modernized features.
We can connect monthly to review a detailed analytical report showing the KPI’s below and more. We will re-evaluate our marketing strategy every 3 months and adjust accordingly based on the data and learnings we find. Our top KPI’s to focus on for the campaign will be application open rates, member subscription sign ups, and ticket sales.
Our initial overall KPIs as a part of our full campaign will be the following:
We have attached our survey findings to show you what visitors would like to see and have helped us with forming our strategy and schedule for the campaign. We hope that after seeing our campaign breakdown, you can understand how this digital transformation will help the zoo’s presence. The Philadelphia Zoo App will help drive in more customers for the zoo and can complement the zoo’s current physical attractions. Please consider working with SocialScope Digital Marketing and see the Philadelphia Zoo transition into not only a physical attraction, but also a digital attraction.
Thank you in advance for your consideration. Please feel free to give us a call or email us to set up a time to speak.
SocialScope Digital Marketing